Museum of Feelings

The Museum of Feelings was the single biggest project that I have overseen in my advertising career.

As with any project of this size, it took a literal army to execute. I am most humbled to have had the opportunity to have invested nearly a year of my life literally on the ground: from selling it in the first day to one year later touching up paint on the floor on opening night.

For this project I was acting as the key Art Director / Creative Director (& also acting as co-Global Group Creative Director with my partner Donna Charlton-Perrin, and coordinating with all of my agency partners).

* all Vendor & partner references available to speak to creative direction leadership on this project

Shinola

Collaborated with their PR team for an-store event to celebrate Holiday launch of Chicago store- output included film & social). Hosted the team for an offsite brand retreat for press, employees and collaborators. Design & fabrication of a custom gift product for guests of event.

Experiential

Today’s consumers crave experiences, not things. Welcome to “The Experience Economy.” As technology has become pervasive in our lives, people crave a return to tangible, conversation-worthy experiences. Its a huge opportunity that forward-thinking brands are seizing.

My personal mission is to create MOMENTS that people remember, PLACES that people talk about, and STORIES for them to share.

Glass Pinecone

Glade awakens the sense of smell, using it to create memorable experiences. To demonstrate the mood-setting power of fragrance for the product launch of Glade PlugIns Car, we invented a new way to sample its fragrance - an actual living space designed by scent.

We partnered with scent experts and architects to build a pod, suspended in the Redwood Forest, that actually enveloppes the consumer in the source of the fragrance. It also exhibited additional product attributes including adjustable scent through movable window and light-up functionality.

By creating the Scent Stay, we found a completely original way for consumers to sample our new fragrance, by taking them directly to the place that inspired it.

Trademark Contact excerpt:- “@glade sent @vagabrothers on a road trip to explore the inspiration behind New Glade® PlugIns Car™.”- “Find yourself on the open road. ADVENTURE.™”- “We have a fragrance for that™."

Illinois Humanities

Jeanne Gang’s architecture is designed to compliment and enhance the environment it exists in. Throughout her work we see the common thread of maximizing the positive effects of air and light. To celebrate her 2017 Humanitarian of the Year Award we’ll use her works of art to make works of art. Her architecture becomes an artist. Using sunlight as the medium we placed sun reactive paper around famous works of Jeanne Gang architecture, allowing the shadows, shapes and angles to create our artwork. To support the event, we mailed out unique framed prints. Each came with a description of the building that made it.

Anti-Gun Violence

When temperatures rise, so does gun violence. Our non-profit client, Americans for Responsible Solutions, created the first-ever heat sensitive campaign whose messages were triggered whenever temperatures hit between 80ºF and 90ºF – the range when gun violence spikes. Each poster was printed with temperature reactive color-changing ink that revealed the treat posed to citizens.

Soho House

It has been an honor to served for years on the Soho House committee, and on the founding member board. Since launch, have collaborated with the house on many creative projects from off site retreats, to onsite theater venue, pop up restaurant, rooftop takeover, motorcycle rally to launch our custom bikes, and many more.

Caldrea

How do you elevate a tiny brand with minimal awareness into an exclusive brand everyone desires but few can get their hands on?

For starters we transformed the rooftop of one of New York's most luxe hotels into a secret garden that only top fashion editors had the keys to. This is a small sampling of the social work created (as part of a larger digital, CRM, email, experiential and social campaign).

* The work shared here is publicly shared by the client. And respresents a small portion of a fully integrated cross- media advertising campaign.

Dove Real Beauty

Who really did the work? Great question. The truth is that I was one of a global village. I started working on the brand before Campaign For Real Beauty launched and I had the amazing opportunity to serve in the front-lines as the brand was transformed from an outdated soap brand to an aspirational modern beauty brand. For over a decade I collaborated with various partners around the globe to launch fully integrated programs for Dove Hair, Face, Pro-Age, Deo, Body Wash, styling products, facial cleansers, tanning products, and many, many more. I had the amazing opportunity to produce work in 9 countries in 5 languages, and earned Lions, Effies, and coverage in Archive, Creativity, and more along the way. Here is one example. (Want to see more? Just ask).

Graduate Hotel

Graduate Hotels is thrilled to introduce the Camp Wandawega suite at Graduate Madison in Madison, Wisconsin. The custom-designed room is a collaboration between Graduate Hotels and Camp Wandawega, and features products from Camp Wandawega’s exclusive collection with Land of Nod: Camp Wandawega for Nod. In developing the suite, the Graduate team worked closely with both partners to create a space that is inspired by the vintage charm of Camp Wandawega, and whimsy of Land of Nod, while still complementing the hotel’s design aesthetic.

“As avid fans of both Camp Wandawega and Land of Nod, we are thrilled to partner on this exciting project,” said Ben Weprin, CEO of AJ Capital Partners. “The unique partnership has resulted in the creation of a space that encapsulates the spirit of the Graduate brand and celebrates the quaint essence of Madison, Wisconsin.”

Rejuvenation

Partnered to create a launch event for the Chicago store: Curation of the city's best shops for a custom Flea Market. Created a 360 integrated branding campaign including social, out of home, in store and film components.

In Addition, collaborating in a larger sponsor partnership for the creation of the #CampSocialHouse - showcasing their new product, offisite brand retreat.

Anthropologie

Connected, designed a custom candle gift set exclusively for Anthropologie stores.

Mrs. Meyer's

Shared here is a small sampling of the published work available to the public. Since pitching and winning this brand in 2013, have created award winning fully integrated 360 campaigns that made the brand one of the most successful in the portfolio.

MSI Chicago

Chicago is a city riddled with poverty, crime and violence. Yet there are still magical places where little kids can learn to dream big. The annual sleepover at the world’s largest science museum, where hundreds of children get the night of their lives, to inspire a lifetime of dreams, fueled by science, technology and innovation. Camp out in a teepee, bunk within a U-505 Submarine, hit the hay along side a Sliver Pioneer Zephyr or even sleep in the Streets of Yesterday. The Museum of Science and Industry Chicago and the Land of Nod invites little guest to explore and dream big amongst 400,000 square feet of exhibit space for one night only. Then rounding out the night by roasting marshmallows, campfire sing-a-long, and taking home self-made tokens of creative expressions...Little Kids, Big Dreams.

Hudson Co x Tereasa Surratt

Partnered with The Brooklyn-based Hudson Flooring Company to create social media content. Consult on brand positioning and advertising campaign, and product placement.

Scent Theater

The New Regal Theater, once the epitome of glamour, now in a gorgeous state of decay. The construction of this palace was inspired by Moroccan fragrances. Now, the Limited Edition Glade Autumn Collection reopens its doors to a select few for one glamorous soirée. A golden ticket, a tantalizing concession, a scent-lead evening takes media influencers on three paths to discover their Autumn side by way of three fragrant-inspired rooms. Everyone thinks they know the smell of Fall. It’s predictable, traditional...boring. But what if we could tempt her into entering a secret foyer overgrown with vines and floral of ‘Wondrous Autumn Nights’ fragrance?

A topsy-turvy tea party to tantalize the decadent scent of ‘Rich Pumpkin Dream.’ And an aromatic ‘Spiced Apple Magic’ Flamenco dance sizzling in a red-rich Moroccan theater. All of which chauffeured by 6 scent-inspired Glambassadors taking you on a journey to rethink the feeling of Autumn.

2016 Olympics

One of the oldest Olympic sports, Equestrianism, had lost popularity- and was in danger of being eliminated from the games altogether. In an effort to draw awareness and create support for the sport, we created a direct mail campaign targeting celebrities & influencers.

One that would trigger an emotional response & provoke action.

Steppenwolf

Steppenwolf is an artist-driven theater with an appetite for groundbreaking work. A younger generation of artists and an interest in producing exciting works on a smaller scale led to the opening of a special performance space on the first floor of the parking garage building. The assignment was to bring the Steppenwolf Garage brand to life in a very tangible way through the design of its lobby and lounge. We were challenged to make an immediate statement about what sets the Steppenwolf Garage apart from other theaters, including Steppenwolf’s own main stage to people entering the space. That statement would have to be appropriate for all the works presented by this innovative company, a list of plays that will vary wildly in structure, mood, style and ambitions. The design tells the story of Steppenwolf through an immersive brand experience of its world—creating plays, bringing them to life and celebrating them. The furniture is from Steppenwolf’s prop room, so it blurs the lines between stage and audience, theater and life. A wall made of scripts (5,800 pounds of paper) invites you behind the scenes into the minds of the people who wrote them. A wall of reclaimed, ebonized wood mirrors the intricacy of developing and presenting a play by leading your eye from a simple, regular pattern to a complex focal point where you see more depth. The final solution creates a comprehensive narrative from the smallest details (theater programs) to the largest (theater signage/interior) all of which celebrate accomplishments worthy of it’s A-list ensemble members (John Malkovich, John Mahoney, Joan Allen, Gary Sinise, Martha Plimpton, Tracy Letts, to name a few.

American Family Insurance

Outspent by the competition by 10 to 1, American Family needed to break through the clutter of insurance companies hawking how much time and money they could save you.

A campaign that changed the insurance conversation. We protect more than your car, your house and your grand piano. We can protect and advance the most valuable thing you will ever own. Your dream. Quotes jumped by 35%.

Gant

Co- designed a ‘Camp Wandawega’ kids clothing & accessories line, sold across the world in Gant stores and online.

Interface

Interface (one of the world's largest carpet companies) was not getting credit for one of their biggest advantages over the competition: The efforts in preserving the planet.

We developed an integrated campaign to launch a new Interface product line called "Net Effect". This new line of modular carpeting used material made from abandoned fishing nets which were otherwise choking fragile coral reef ecosystems. Interface literally created a micro-economy to incentivize villagers to collect these abandoned nets and bring them back to life as ocean inspired carpeting... we told their story across many mediums, including this experiential activation stunt.

CB2

Feature for 'Who's Hot' series. Creative Collaboration with the amazing team at CB2 for a feature on entertaining & styling. (Included social, digital & catalog)

Land of Nod

Designed a ‘Camp Wandawega’ kids toys, home goods and & accessories line, sold in stores across the country and online.

Joffrey Ballet

The Joffrey Ballet is a world-class, Chicago-based dance company. We created a brand awareness campaign that highlights the beauty and elegance of movement. Bold black and white photographs captured the dancers’ simplistic elegance while a “Klein” blue overlay adds a layer of energy and fervor. The copy was crafted to flow forwards and backwards suggesting a sense of never-ending movement.

Mrs. Meyer's: Compassion Flower

We are living in unprecedented times where we’ve never been more connected to each other, and yet more disconnected. Compassion and empathy are at a low. Anxiety is high. Mrs. Meyer’s isn’t a wellness brand, but we are a brand born from the garden, and we know the power of plants to improve our emotional and physical health. The Compassion Flower is an effort to grow kindness and understanding in ourselves and the world, which has a direct correlation to our well-being.

In the words of Dr. James Doty, Clinical Professor of neurosurgery at Stanford University,

"When we shift from fear, from anxiety towards being compassionate, a profound thing happens in your physiology, it works better. Your cardiac functions improve and even the expression of inflammatory proteins dramatically decreases, and your stress hormones decrease, and also you feel much better...The Compassion Flower allows us to be our best selves."